Sony 1998 Annual Report Download - page 9

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Annual Report 1998 Sony Corporation [7]
Sony’s growth strategy entails much more than merely selling electronics products and content. We also need to
expand opportunities to earn profits by building a new value chain, where we receive a steady stream of revenues
following each sale. During the year under review, we invested in Japan Sky Broadcasting Co., Ltd (JSkyB), a digital
satellite broadcasting venture in Japan, enabling us to take part in its management as part of our content distribu-
tion business. Following JSkyB’s May 1998 merger with PerfecTV Corporation, the service provided by this venture is
now called SKY PerfecTV! Sony intends to promote aggressively these businesses, which center on platforms for
network services.
Sony, a “Complex” Corporation
The business domains of Sony extend beyond electronics to include games, music, pictures, insurance, and other
fields. To make these businesses function smoothly, a bottom-up and a top-down strategy must be implemented
simultaneously and interactively. A bottom-up strategy comes from each business unit, and a top-down strategy from
the head office. Sony is an organization made up of many elements. We must adhere to the concept of “complex
system,” in which the various elements interact with each other to create new values and make the whole greater
than the sum of its parts.
“do you dream in Sony?”
The term “Digital Dream Kids” defines the future direction of new product development at Sony. This concept embod-
ies our belief that Sony must continue to be a source of unique and enjoyable products that fulfill the dreams of our
customers who are captivated by the potential of digital technology. In addition, we have created the “do you dream
in Sony?” concept to convey the centripetal force of Sony and its diverse business domains. This concept expresses
the idea of making dreams come true at a place called Sony, in the Sony way, and along with the Sony family. Dreams
are common to all people who come into contact with Sony including shareholders, customers, employees, business
partners, and others. “do you dream in Sony?” therefore means that people enjoy Sony products and gather at a place
called Sony to make their dreams come true.